2026 Sports Media: Record Viewership, Shifting Rights, Limited Soccer Growth

Sports Media with Richard Deitsch · December 29, 2025 · Listen to Original Episode →

Original Title:

TL;DR

The 2026 World Cup is predicted to be the most-watched in U.S. history due to its North American location, favorable U.S. team draw, and growing soccer interest, potentially attracting non-sports fans.
MLB is expected to bring many regional sports network teams under its direct umbrella by 2026, signaling a move towards a national streaming package for local rights.
Prime Video and NBC's NBA coverage will likely receive continued praise in 2026, implicitly pressuring ESPN to improve its own NBA broadcast quality and presentation.
Smaller sports leagues, particularly soccer leagues like the Bundesliga and Serie A, may struggle to secure favorable media rights deals in the U.S. by 2026 due to market saturation and focus on major leagues.
Netflix's strategy of licensing sports content is predicted to see initial success but may not be a long-term sustainable model due to subscription costs and availability of free audio versions.
The 2026 Winter Olympics viewership is expected to rebound, driven by strong U.S. figure skating contenders and NBC's integrated live and storytelling approach, potentially exceeding 20 million viewers for key windows.
Despite scandals, college sports programs like the University of Michigan are unlikely to suffer lasting negative impacts on viewership or popularity by 2026, as such issues rarely have long-term consequences.

Deep Dive

The 2026 sports media landscape will be defined by record-breaking viewership for major events like the World Cup and Super Bowl, driven by improved measurement and broad appeal, yet the long-term impact on specific sports, particularly soccer's growth in the U.S., is expected to be limited. This period also signals a significant shift in media rights, with MLB likely consolidating local rights and established broadcasters like ESPN facing increased pressure from emerging streaming platforms and alternative coverage models.

The 2026 FIFA World Cup, hosted in North America, is predicted to be the most-watched iteration in U.S. history. This surge is attributed to favorable time zones, the U.S. team's expected strong performance, and the general growth of soccer in the United States. However, the lasting impact on soccer's popularity and participation in the U.S. is expected to be minimal, with viewership gains likely to be event-specific rather than creating a sustained, long-term increase in engagement for domestic leagues. Similarly, while the Super Bowl will continue to set viewership records, the underlying driver is its status as a cultural event rather than a pure sports consumption trend, with improved Nielsen measurement capturing more co-viewing.

The media rights landscape is undergoing a significant transformation. MLB is poised to bring a majority of its regional sports networks (RSNs) under its own umbrella, signaling a move towards a national streaming package and consolidating control over its content. This shift occurs amidst the broader decline of RSNs, which are proving challenging for traditional media conglomerates to manage, leading to divestitures and uncertainty. Meanwhile, established players like ESPN face increasing competition. Adam Silver's public praise for Prime Video and NBC's NBA coverage suggests a deliberate signal to ESPN that its recent coverage has been perceived as overly negative, necessitating an improvement in its NBA programming. This competitive pressure is also impacting smaller leagues, with Bundesliga, Serie A, and the NWSL potentially facing difficulties securing lucrative deals as media rights budgets become increasingly focused on premier properties like the NFL.

The future of TNT Sports, while currently holding valuable assets like MLB's LCS and college sports playoffs, is uncertain, particularly if Warner Brothers Discovery is acquired by Netflix. While a dedicated streaming app for TNT Sports could offer distribution advantages, the long-term viability of its cable assets and its ability to compete for rights renewals are in question. In contrast, streaming services like Netflix are expected to see initial success with their sports podcast strategies, but their reliance on licensing rather than exclusive ownership may limit long-term impact.

The WNBA faces a critical juncture regarding its Collective Bargaining Agreement. While players deserve increased compensation, there is a risk that a prolonged negotiation could delay the season, undermining the league's current momentum and the viewership draw of stars like Caitlin Clark. Clark herself is expected to remain a significant draw, though her "unicorn status" may stagnate rather than grow, as the initial craze subsides and her performance is viewed within the context of a longer career. Scandals within college sports, such as those at the University of Michigan, are unlikely to have a lasting negative impact on viewership or popularity, as college sports history shows a capacity to move past such issues.

Action Items

Audit NBA media rights: Analyze current ESPN NBA broadcast performance and compare it to Prime Video and NBC's coverage to identify areas for improvement in future rights deals.
Track World Cup viewership impact: Measure the long-term effect of the 2026 World Cup on soccer interest in the US by analyzing participation and media consumption trends post-event.
Evaluate WNBA CBA negotiation leverage: Assess the current negotiation stance of WNBA players and owners to anticipate potential season delays and their impact on league momentum.
Analyze Netflix sports strategy: Determine the long-term viability of Netflix's sports podcast licensing model by tracking subscriber engagement and content acquisition costs.
Measure MLB regional sports network transition: Track the number of MLB teams that move under the league umbrella and analyze the success of the subsequent national streaming package.

Key Quotes

"I guess I'll just go with the obvious which is that the World Cup will be the most watched in the U.S. I don't really think that that's going out on a limb but it certainly comes to mind I think because it's based in the U.S. and you add in all the Nielsen changes over the years and there's no doubt in my mind that it should be comfortably the most watched that we've seen in the U.S."

John Lewis, editor and founder of Sports Media Watch, predicts that the 2026 World Cup will be the most-watched in U.S. television history. Lewis bases this prediction on the tournament being hosted in the U.S., combined with changes in Nielsen viewership measurement and the U.S. team's expected favorable draw.

"I'm going to predict that the majority of those teams that are on right now on the FanDuel Sports Networks that's main street are going to be under the MLB umbrella for the 2026 season. I don't think that this D-Zone deal gets done and I think MLB picks up a lot of those teams similar to what they've had with those five teams so far to you know your Padres your D-Backs your Rockies Twins and Guardians this year they're going to add the Mariners anyways and this is that first step toward what is going to be a larger national streaming package of local rights that Rob Manfred has wanted."

Austin Karp, media reporter for Sports Business Journal, forecasts that Major League Baseball will bring many regional sports network teams under its own umbrella by 2026. Karp believes the proposed D-Zone deal will not materialize, leading MLB to acquire these teams as a step towards a national streaming package for local rights, a goal of commissioner Rob Manfred.

"My prediction is that in 2026 we will continue to see both viewers and fans as well as people like Adam Silver praise Prime Video and NBC's coverage of the NBA. Why is that interesting because of what the real messaging is and that is to ESPN that your coverage really over the last couple of years we didn't think was great was very very negative and John and Lewis and I have talked about this very much that's direct line to Stephen A. Smith who is I think just relentlessly negative on the coverage."

Richard Deitsch, host of the Sports Media Podcast, predicts that praise for Prime Video and NBC's NBA coverage will continue in 2026, serving as a subtle critique of ESPN's perceived negativity. Deitsch suggests this is a direct message to ESPN, particularly regarding Stephen A. Smith's consistently critical commentary on NBA coverage.

"I'd point out ESPN is not here to single NBA game since the day before Thanksgiving right. You know so we're talking nearly a full month longest absence that they've had during a season. Inside the NBA's not been on since a couple of weeks before Thanksgiving and you know look I'm going to be really happy to see Ernie, Kenny, Charles and Shaq back on the air on Christmas and at the same time I haven't missed them at all right."

John Lewis comments on ESPN's absence from NBA broadcasts, noting a significant gap in their coverage leading up to the holiday season. Lewis expresses that while he anticipates the return of familiar TNT personalities like Ernie Johnson, Charles Barkley, and Shaquille O'Neal, he has not personally missed ESPN's NBA programming during this period.

"I think that smaller leagues and I'm talking particularly soccer in the U.S. Bundesliga, Serie A and in a year maybe or so the NWSL are going to have trouble finding good deals here in the U.S."

Austin Karp predicts that smaller soccer leagues, including the Bundesliga, Serie A, and potentially the NWSL, will face difficulties securing favorable media rights deals in the United States. Karp's prediction stems from the current media landscape, where major leagues like the NFL, MLB, and NHL are vying for significant broadcast packages.

"To me, you know, just not acting in anything that we can't anticipate, I think I mean I guess what I would say is I don't think there will be a long term lasting takeaway. I think there's been the expectation that this is going to drive interest in soccer. I think it's just going to be a one off event. It will do amazing numbers in this country but I don't necessarily think it's going to be something that we're thinking, 'Oh, let me hear this, let me hear it this way.'"

John Lewis believes the 2026 World Cup will not create a lasting impact on soccer's popularity in the United States, despite its anticipated high viewership. Lewis suggests that the event will be a significant one-off spectacle that drives impressive numbers but will not fundamentally alter long-term interest or participation in the sport.

Resources

External Resources

Books

"The Athletic" - Mentioned as a source for reporting on MLB team rights.

Articles & Papers

"SBJ Sports Media Podcast" (Sports Business Journal) - Mentioned as the publication for Austin Karp's work.

People

Austin Karp - Media reporter for Sports Business Journal.
Caitlin Clark - Mentioned as a potential viewership draw for the WNBA.
Cristiano Ronaldo - Mentioned as a potential player in the 2026 World Cup.
Grant Wall - Mentioned as a significant figure whose death overshadowed the 2022 World Cup.
Jared Greenberg - Mentioned as someone who spoke positively about TNT's sports coverage.
Jason Benetti - Mentioned as a potential high-quality voice for NBC's baseball coverage.
John Lewis - Founder and editor of Sports Media Watch.
John O'rann - Mentioned in the context of his podcast columns.
Julian - Founder of The Snack's Lab, mentioned in relation to TikTok ads.
Leo Messi - Mentioned as a potential player in the 2026 World Cup.
Lindsey Von - Mentioned as a potential star in the Winter Olympics.
Michaela Shiffrin - Mentioned as a potential star in the Winter Olympics.
Mike Breen - Mentioned as a legendary NBA broadcaster.
Nathan Chen - Mentioned as a potential star in figure skating for the Winter Olympics.
Pat McAfee - Mentioned in relation to his star and leverage in 2026.
Richard Deitsch - Host of the Sports Media Podcast.
Richard Jefferson - Mentioned as an NBA analyst for Prime Video.
Robbie Hummel - Mentioned as part of an NBA broadcast team.
Shaq - Mentioned as part of the "Inside the NBA" cast.
Stephen A. Smith - Mentioned as a consistently negative voice regarding NBA coverage.
Terrence "Terry" Gannon - Mentioned as a host for the Milan-Cortina Olympics.
Tiger Woods - Mentioned as an example of a star whose popularity may not be sustained at peak levels.
Trinity Rodman - Mentioned in the context of the NWSL and potential player retention.

Organizations & Institutions

21st Century Fox - Mentioned in relation to the sale of RSNs.
Apple - Mentioned as a potential partner for Formula 1 media rights.
CBS - Mentioned in relation to a potential combination with Warner Brothers Discovery.
Comcast - Mentioned as attempting to offload its RSNs.
Disney - Mentioned in relation to divesting RSNs.
ESPN - Mentioned as a partner for NBA coverage and its potential need to improve.
FanDuel Sports Network - Mentioned in relation to MLB team rights.
Fox - Mentioned as a potential partner for MLB coverage.
HBO Sports - Mentioned in relation to the future of documentaries and "Hard Knocks."
MLB (Major League Baseball) - Mentioned in relation to its media rights and potential acquisition of RSN teams.
Marriott Bonvoy - Official hotel partner of US Soccer.
Nbc - Mentioned as a partner for NBA coverage and its potential to receive plaudits.
Nfl - Mentioned in relation to its media rights and potential impact on secondary properties.
Nhl - Mentioned in relation to media rights.
NwsL (National Women's Soccer League) - Mentioned in relation to media rights and player retention.
Odyssey - Mentioned as a supporter of the Sports Media Podcast.
Olympics - Mentioned in relation to viewership trends and specific games.
Paramount - Mentioned in relation to Warner Brothers Discovery.
Peacock - Mentioned as a platform for live Olympic coverage.
Prime Video - Mentioned as a partner for NBA coverage and its studio talent.
Pro Football Focus (PFF) - Mentioned as a data source.
Sinclair - Mentioned in relation to RSN ownership.
Soccer - Mentioned in relation to media rights and global popularity.
Springhill Suites - Part of Marriott Bonvoy, offering complimentary breakfast and suites.
The Athletic - Mentioned as a source for reporting on MLB team rights.
The Snack's Lab - An exotic snack company that uses TikTok ads.
Tiktok - Mentioned as a platform for advertising and business growth.
Tnt Sports - Mentioned in relation to its current assets and future streaming app.
Turner Sports - Mentioned in relation to its properties and potential future.
U.S. Soccer - Mentioned in relation to Marriott Bonvoy.
Univision - Mentioned in relation to Liga MX coverage.
WNBA (Women's National Basketball Association) - Mentioned in relation to its season start and CBA negotiations.
Warner Brothers Discovery - Mentioned in relation to potential acquisition by Netflix.

Courses & Educational Resources

College Basketball - Mentioned in relation to TNT's coverage.

Websites & Online Resources

Apple Podcasts - Mentioned as a platform to subscribe to the Sports Media Podcast.
Blueapron.com - Offers one-pan assemble and bake meals.
Getstarted.tiktok.com - Website for TikTok for Business.
Nbc.com - Mentioned in relation to Olympic coverage.
Podcastchoices.com - Website for ad choices.
Spotify - Mentioned as a platform to subscribe to the Sports Media Podcast.
Springhillsuites.marriott.com - Website for Springhill Suites.
Thumbtack - App for hiring home service professionals.

Podcasts & Audio

"Inside the NBA" - Mentioned as a program that has not been missed.
"SBJ Sports Media Podcast" - Mentioned as a weekly podcast.
"Sports Media Podcast" - The podcast being discussed.

Other Resources

2026 World Cup - Mentioned as a major upcoming event with significant viewership potential.
CBA (Collective Bargaining Agreement) - Mentioned in relation to WNBA negotiations.
College Football Playoff Semifinal - Mentioned as a high-viewership event on TBS, TNT, and TruTV.
Formula 1 - Mentioned in relation to media rights difficulties.
Hard Knocks - Mentioned as a HBO Sports program.
Home Run Derby - Mentioned as a potential event for Netflix.
NBA Finals - Mentioned in relation to broadcast partners.
Nfl Games - Mentioned in relation to viewership and out-of-home measurement.
Olympics - Mentioned in relation to viewership trends and specific games.
Regional Sports Networks (RSNs) - Mentioned in relation to their changing landscape and ownership.
Stanley Cup Final - Mentioned as a property TNT Sports will have for the next three years.
The 2026 World Cup - Mentioned as a major upcoming event with significant viewership potential.
The Snack's Lab - An exotic snack company that uses TikTok ads.
TikTok Ads - Mentioned as a tool for business growth.
US Men's National Team Game - Mentioned in relation to World Cup viewership.
US Soccer - Mentioned in relation to Marriott Bonvoy.
WNBA Season - Mentioned in relation to start dates and negotiations.